1. © Copyright 2009, NorthSky Nonprofit Network. All rights reserved.
The Fundraising Clinic
January 27, 2009

2. Workshop Objectives Provide an overview of fundraising principles
Review the fundraising pyramid
Review the elements of a fundraising plan
Discuss creating “The Case for Support”
Identifying prospects
Review the ladder of effectiveness
Discuss events
Discuss direct mail
Discuss the personal ask
Review the board’s role in fundraising

3. Think about the last time you made a donation
Why did you make the donation?
What motivated you?
How were you approached?
Was this a first time donation

4. Where is the money? ___ % Foundations ___ % Corporations
___ % Individuals
___ % Bequests
___ % of donations that come from individuals
with an income of $70,000 or less

5. The Fundraising Pyramid
Repeat donor
First time donor
Universe of prospects
Planned Gift
Capital Campaign
Major Gift

6. The Development Process
LINKAGE Planned Gift
INVOLVEMENT Big Gift
ADVOCACY Major Gift
Special Gift
Upgraded donor
Repeat donor LINKAGE
Donor ABILITY
Prospect INTEREST

7. Constituency Model
Individuals with Similar Interests
The Universe

8. Creating the fundraising plan

9. Creating the case for support
All the reasons why someone should
support you
More than just your organization
Often an internal document that becomes
the basis for grant proposals & solicitation of donors

10. Creating the case for support
Clear
Concise
Emotional
Credible

11. Creating the case for support
You are offering “someone” the opportunity
to advance your mission, support your cause,
change the world…
… is that message clear?

12. Creating the case for support
Be an editor…
Avoid intimidating the reader with too much verbiage
Illustrate your story- give examples, describe the benefits
Use photos, graphs, bullet points to make your point
Don’t forget branding

13. Who are your prospective donors?
Linkage
Ability
Interest
How can you reach them?

14. Identifying prospects
Friends: former board members, volunteers, employees
Friends of friends: obtain lists from board members, volunteers, staff, other donors
Brainstorm and create lists
Property tax lists
Purchase lists

15. Donor databases Donor Perfect (www.donorperfect.com)
The Raiser’s Edge (
Microsoft Access (
Sage Fundraising Software (
Telosa Exceed (
Tech Soup (

16. The ladder of effectiveness
Personal: face-to-face
Personal letter (on personal stationary)
With telephone follow-up
Without telephone follow-up
Personal telephone
With letter follow-up
Without letter follow-up
Personalized letter-Internet
Telephone solicitation/ phonathon
Impersonal letter/ direct mail/ Internet
Impersonal telephone/ telemarketing
Fundraising benefit/ special event
Door-to-door
Media/advertising/Internet

17. Fundraising Events
Special events
Host parties
Onsite presentations

18. Fundraising vehicles: Special events
When do you do them?
Friend-making
Visibility/ public relations
Strong volunteer support
Sufficient return-on-investment
When do you stop an event?
Fewer attendees
Less need for visibility/ public relations
Insufficient return-on-investment

19. Fundraising vehicles: Host parties
Held in an individual/couple’s home or location of their choosing
They create the guest list and mail the invitations
Invite 40 to obtain 15 guests
It’s made clear (in advance) that it’s a fundraiser
The hosts provide refreshments
15 minute or less presentation
Donor envelopes and materials readily available

20. Fundraising vehicles: Onsite presentations
Invite prospects for a special presentation or tour to introduce organization.
Present a memorable case for support.
Expose to clients and testimonials, if possible.
Ask participants to consider supporting your organization as a volunteer, ambassador (board member), or donor.
Follow-up with phone calls.

21. Fundraising vehicles: Direct mail
The list is of utmost importance.
The letter won’t be read but may be scanned.
- Easy to read
- Conversational style
- Write to one person
- Friendly, affirming
- Active voice
- Ask for the gift and tell what your gift will do
- Include a great hook
- Read the letter out loud
Make it easy to respond- envelope, response card

22. Fundraising vehicles: The personal ask
Team of two preferred
Schedule meeting in a the right location
Plan ahead – who will talk, when, and what they’ll say
Bring materials including pledge card

23. Fundraising vehicles: The personal ask
Goals of meeting:
Introduce the work of your organization
By asking questions, identify what the prospect cares about & how your work might address his/her interests
Encourage the prospect to agree to a next step:
Make a gift or pledge
Suggest other prospects
Volunteer to help \

24. Fundraising vehicles: The personal ask
Structure of the meeting:
Briefly build rapport by discussing mutual interests, friends, etc.
Uncover the prospect’s needs and interests
Make a brief presentation about your work allowing the prospect to participate
Ask for the gift, naming a specific amount or range. After “the ask”, keep quiet and wait for the prospect to respond
Deal with any concerns or objections.
Close the meeting by re-stating & clarifying any agreements or next steps \

25. Fundraising vehicles: The personal ask
Dealing with objections:
“I can’t afford the amount you’re asking for.”
The amount is completely up to you. Anything you can do is a help to us.
“You know, I support so many groups and I’m tapped out for this year.”
I completely understand. When you’re budgeting for next year, perhaps you could remember us then.
“You know, I generally make charitable contributions with my partner (spouse.)”
Would it be appropriate for the three of us to sit down together?

26. The Board’s Role in Fundraising
Serve as an Ambassador
Donate annual
Actively participate in fundraising activities
Introduce prospective donors
Meetings with prospective donors
Fundraising events

27. Serve as an Ambassador The 200-word elevator message….
….think about attending a football game!

28. Donate annually
Communicates the Board’s support to other donors and constituents.
Some funders will ask.

29. Actively participate
Select off the fundraising menu!

30. Useful resources www.andyrobinsononline.com
Association of Fundraising Professionals—
Dorothy Johnson Center / Nonprofit Good Practice Guide --
Board Café–

31. Questions

32. Thank You Contact NorthSky at: Pam Evans , x 208
Special Thank you to: